Tuesday 5th February 2013
Job Lot of Initiatives In Xtra Local Recruitment Drive
Bestway’s Xtra Local has unveiled a package of initiatives designed to entice new members as part of a recruitment drive in 2013 - benefits package to attract forward-thinking retailers.
Xtra Local – whose membership stands at 2,500 – has introduced longer promotional periods, a free exclusive monthly magazine and a rewards scheme. EPOS is also being trialled in Scotland as part of the plans to attract ‘forward-thinking retailers’.
Mark Bottomley, Retail Club Manager at the Bestway Group, which includes Batleys, says: “Everything we’re doing is designed to give our members more opportunity to offer competitive prices over a longer period. That’s going to grab the attention of progressive retailers wanting to maximise the bottom line in their business. And they’re exactly the retailers we want to join our club.”
New members are being targeted in-branch, with Bestway and Batleys depots featuring recruitment banners and distinct Xtra Local promotional areas. With word likely to spread, Bottomley says his team are welcoming the prospect of more enquiries from the right calibre of candidates.
“We want to help cash and carry customers see the benefits of joining the retail club; that running promotions in a disciplined way drives footfall,” he adds. “We’re actively pushing our new and improved offer at branch level and there’s a great deal of interest. It’s always encouraging to see retailers keen to try doing things differently and make a positive change in their business.”
The IMPACT magazine keeps members up to date with four-weekly promotional offers, category information, core range sellers, planograms and tips on displaying stock. It focuses on a different category every period. In January it was Biscuits; the next looks at Sports and Energy drinks. The new reward scheme gives retailers deals on core range SKUs. A direct mail shot includes vouchers entitling them to substantial discounts on products which in January included Robinson's Fruit Shoots, Shreddies, Heinz Beanz with Pork Sausages, and McVitie's Caramel Digestives.
Bottomley explains: “IMPACT is fairly unique in the retail club environment. It keeps retailers abreast of what’s happening in the market and in different categories, along with best sellers and how to make their store a destination shop for consumers. With the reward scheme we’re encouraging members to cater to the changing ways in which shoppers are using their stores – and what they want to buy.”
Copies of IMPACT and information on all promotions are available to members at www.xtralocal.co.uk